Every six months or so, I enjoy sharing insights on Milan’s fashion shows, particularly from the perspective of how scenography evolves as an integral part of presenting new collections, refreshing brand identity, and reinforcing overall brand values.
During Milan Fashion Week Autumn/Winter 2025-2026, Prada unveiled the “Raw Glamour” collection, exploring a new definition of femininity. The show took place in the storage space of Fondazione Prada, transformed into a setting reminiscent of a world under construction.
The runway featured metallic scaffolding and geometric-patterned carpets, creating a striking contrast between industrial elements and refined details. This setup underscored the duality of the collection, which blended soft silhouettes with exposed stitching.
By staging the show in a space under construction and incorporating raw materials, the brand emphasized the idea of femininity as an ever-evolving concept. This vision aligned with the creative directors’ ongoing exploration of what it means to be feminine today.
This innovative approach to set design turned the show into an immersive experience, prompting deeper reflection on the role and image of women in contemporary society.
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